Deconstructing Minimalist Landing Pages
Here is a great article that discuses the trend of websites losing all superfluous and confusing imagery, text, navigation, etc. in favor of going completely minimalist on their landing pages. Such pages have a few things in common. Generally, they:
- Remove all non-essential information, including the company name, in some cases
- Have a single goal and call-to-action, such as entering the site or your email, clicking a sign-up button, or downloading something
- Present that primary action prominently and then a secondary action less so
- Ditch any irrelevant stock photos in favor of simply displaying an illustration of the concept
- Display a single line or sentence and sometimes a sub-line, which explain the what the product or service is
The author goes on to break down this landing page minimalism and give suggestions on what makes a solid page that applies it.
I suggest that this minimalist design concept could be applied to far more than just the landing page. Sure, at some point you’re going to have to present more in-depth information about your product/service, but just as a content designer/writer’s goal is to make the text concise, removing superfluous ideas and messages, so too should a UX architect/designer’s goal to be to remove unnecessary actions, images, and elements.